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For training in a corporate setting transfer of training is essential. Yet time and again research shows transfer is a problem. Reflection on theory and years of practice as a trainer is the basis for this article. It aims to contribute to analysis and if possible to the solution of the persistent problem of transfer. First the concept of “frame” is illustrated; then the transfer problem is described in the form of challenges for trainer, trainee and organisation. The transfer frame is introduced, presenting transfer as a two‐way process. How can this view contribute to benefit transfer? Transfer may improve by closely connect the two contexts in which the trainee/employee functions. In the context of training there should be performance and the in context of work there should be learning. Training techniques creating “as if” situations are applicable in both contexts. An instruction like “evoke” may help the trainee/employee to operate successfully in the role of manager of his/her own transfer process. Further research is required to establish empirical evidence for or against the transfer effects of evocation strategies and “as if” techniques.

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